Yuqi of i-dle has been named Fenty Beauty’s newest brand ambassador, signaling a high-profile crossover between fourth-generation K-pop and one of the most culturally influential beauty brands of the last decade.
The announcement arrived on January 5 via the group’s official social media, alongside a pictorial of Yuqi showcasing select products from Rihanna’s cosmetics label.
The latest collaboration places Yuqi at the center of Fenty Beauty’s global-facing strategy, which has long emphasized inclusivity, accessibility and cultural relevance. While the brand did not release a formal statement (at the time of writing this article) outlining campaign specifics, the imagery shared alongside the announcement positions Yuqi within Fenty’s established a clean, confident and contemporary visual language — rather than as a novelty crossover.
Fan reaction was quick across platforms, with comments highlighting both Yuqi’s visual presence and familiarity with the products themselves. “Okay, the highlighter that she’s holding in the last picture—I have it. It’s absolutely amazing! I’m so excited for this,” one fan wrote, while another summed up the crossover appeal with, “Riri + Yuqi = dynamite.” Others called it “the best collab ever,” pointing to the organic appeal of the pairing of a personal favorite idol and a trusted beauty brand.
Yuqi’s appointment comes amid an already expansive portfolio of fashion and beauty partnerships, making her one of the most commercially visible idols of her generation. In January 2024, Yuqi stepped into the role of Fendi’s China Brand Ambassador, cementing a relationship she had been steadily building through multiple appearances at Fendi events since 2021.
Since then, her endorsement work has spanned luxury fashion, cosmetics, technology, and lifestyle brands, reflecting both her individual market pull and the broader influence of K-pop idols in global consumer culture.
Yuqi currently represents a wide spectrum of labels in various capacities, ranging from luxury houses such as Fendi, Valentino, Tiffany & Co., Tory Burch, and Loro Piana to global beauty and lifestyle names including YSL Beauty, Kiehl’s, Tom Ford, and Adidas, alongside technology and accessories brands like OPPO, Bose, and Ray-Ban. This positions her as one of the most commercially visible fourth-generation idols across markets.
What distinguishes Yuqi of i-dle in this landscape is not just sheer volume, but range. As a Chinese member of a South Korean group with a multinational lineup, she occupies a rare cross-market position — equally present in Korean pop culture, Chinese entertainment and international fashion circuits.
Her work outside music, including long-running appearances on Chinese variety television and solo music releases, has further solidified her recognition beyond the confines of idol fandom.
For Fenty Beauty, Yuqi’s ambassadorship signals continued investment in Asian markets and youth-driven pop culture without diluting the brand’s core identity. And for Yuqi, it reinforces her status as a fashion and beauty figure whose influence extends well beyond the stage — into the evolving intersection of music, image and global style narratives.
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